TORONTO – The Pet Network is re-launching November 12th with “refreshed branding, a vibrant new on-air look and a revitalized program schedule," the channel announced Wednesday.
The updated look and feel is designed to present a brighter, cleaner and more playful identity that will work across all platforms and resonate with the station’s adult 25-54 audience says the press release. The new creative was developed by Alisa Kerr, creative director of Victoria, B.C.-based HIDEF Productions Inc.
“This repackaging communicates the strength of The Pet Network’s program offering and reinforces our commitment to the brand mission: delivering stories that foster compassion, care and a deeper understanding between people and their pets,” said Jenny Norush, Director of Marketing for Toronto-based Stornoway Communications, which owns and operates The Pet Network.
The new look will be evident on The Pet Network’s redesigned Web site and in all of the station’s on-air branding, including tactical and image creative and a new series of channel IDs that will explore the connection Canadians feel with their four-legged friends.
The rebranding effort will accompany the launch of The Pet Network’s new 2012-2013 program schedule. Don Gaudet, Stornoway’s Vice President of Programming, says the lineup has been reorganized to make it easier for viewers to find their favourite programs, and to encourage appointment viewing.
New program offerings in 2012-2013 will include the return of The Pet Network original in-house production Fido & Wine, a one-of-a-kind series for viewers who want to prepare healthy, homemade meals for their pets. Pet ER, a docudrama series on emergency veterinary medicine, produced by Newfoundland’s Best Boy Entertainment, will also return for a new season.
“Fido & Wine and Pet ER are unique, made-in-Canada titles unlike anything pet lovers will find elsewhere on TV. We are delighted to have both coming back with brand new episodes,” said Gaudet.
A new marketing and promotions campaign will support The Pet Network brand re-launch. A free preview on Rogers will run from November 29 to February 4, giving 1.7 million-plus cable subscribers the opportunity to sample the channel’s programming lineup. A consumer promotion, The Pet Network Talent Search, will launch on December 3, inviting Canadians to share videos of their pets’ best tricks for the opportunity to be showcased on air and win an iPad Mini.
The Pet Network has also signed on as broadcast media partner for the 2013 All About Pets Show, Canada’s largest pet show dedicated to promoting responsible pet ownership. The All About Pets Show takes place March 29-31, 2013 at Toronto’s International Centre.
